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Digital Marketing Automation Manager
Full-time
John Hancock is seeking a
Digital Marketing Automation Manager
to help advance our marketing automation, personalization, and customer engagement capabilities through a blend of strategic thinking, technical expertise, and operational excellence.
Reporting to the Director of Digital Marketing Strategy, this role serves as a subject matter expert in Adobe Marketo and marketing automation, partnering across the organization to design scalable customer journeys, support personalization initiatives, and optimize marketing operations. The role combines strategic planning with hands-on expertise, translating business objectives into automation solutions that improve customer experiences, drive measurable outcomes, and enhance our marketing technology capabilities.
This position is ideal for someone who enjoys solving complex business challenges, influencing stakeholders, and helping maximize the value of automation, data, and personalization across the customer experience.
Why this role matters:
As customer expectations continue to evolve, personalization, automation, and data-driven engagement have become critical enablers of business growth and customer experience.
This role helps advance John Hancock's digital marketing capabilities through scalable automation, expanded personalization, and operational excellence while ensuring our marketing technology ecosystem continues to meet evolving business needs.
The Digital Marketing Automation Manager serves as a strategic partner in translating marketing strategy into execution, helping deliver more relevant, measurable, and impactful customer experiences.
Position Responsibilities
Marketing Automation Strategy & Leadership
Help shape and evolve marketing automation, personalization, and customer engagement capabilities by identifying opportunities to improve marketing effectiveness, operational efficiency, and customer experience through automation, process optimization, and emerging technologies
Serve as a strategic advisor to cross-functional stakeholders, helping translate business objectives and customer needs into scalable automation solutions, customer journeys, and marketing technology capabilities
Promote innovation and continuous improvement by evaluating emerging MarTech trends, recommending best practices, and supporting the development of automation roadmaps, standards, and future-state capabilities
Platform Ownership & Architecture
Serve as an enterprise SME for Adobe Marketo, providing leadership on platform architecture, governance, configuration standards, integrations, and best practices
Define and maintain marketing automation operating models, data requirements, campaign frameworks, quality standards, and governance processes that support scale while managing risk
Partner with Technology and MarTech teams to influence platform strategy and integration across Adobe Experience Platform (CDP), Salesforce, analytics platforms, and future customer engagement technologies
Personalization, Journeys & Customer Experience
Lead the design and enablement of sophisticated customer journeys, lifecycle programs, and personalization initiatives spanning acquisition, onboarding, engagement, retention, and advocacy experiences
Establish frameworks for audience segmentation, behavioral targeting, decisioning, and dynamic content activation across channels
Design and oversee the implementation of complex, high-impact automation programs that require advanced technical expertise and cross-functional coordination
Measurement, Governance & Operational Excellence
Partner with Analytics and business stakeholders to define measurement approaches, testing strategies, and reporting frameworks that connect marketing activity to engagement, conversion, customer value, and business outcomes.
Promote operational excellence through strong governance, including data quality, privacy, compliance, QA, documentation, and marketing automation best practices, while supporting scalable communication planning and email calendar management processes
Required Qualifications
5-10 years of experience in marketing automation, marketing operations, customer lifecycle marketing, CRM marketing, or related digital marketing disciplines
Deep expertise administering and architecting solutions within Adobe Marketo, including complex automation, segmentation, lead and audience management, triggered communications, and personalization
Demonstrated experience developing marketing automation strategies that support business growth, customer engagement, and operational scalability
Strong understanding of customer journey orchestration, lifecycle marketing, personalization, and data-driven experience design
Experience partnering across Marketing, Analytics, Technology, and business teams to lead complex initiatives in matrixed environments
Strong analytical and problem-solving skills with experience using performance insights to influence strategy and decision-making
Experience managing integrations between marketing automation platforms, CRM systems, customer data platforms, and related MarTech solutions
Exceptional communication, stakeholder management, and consulting skills, with the ability to influence senior leaders and drive alignment
Preferred Qualifications
Experience working with or exposure to Adobe Experience Cloud technologies, including Adobe Customer Data Platform (CDP), Adobe Experience Platform (AEP), Adobe Analytics, or Adobe Target a plus
Experience with Salesforce, Customer Data Platforms, or enterprise marketing technology ecosystems
Adobe Marketo Engage Certification and other relevant Adobe certifications
Experience establishing platform governance frameworks, operating models, or centers of excellence for marketing technology
Familiarity with AI-driven marketing capabilities, customer decisioning platforms, and advanced personalization strategies
Working knowledge of APIs, HTML, CSS, Velocity Scripting, or related technical concepts
Experience within financial services, insurance, healthcare, or other highly regulated industries
When You Join Our Team
We’ll empower you to learn and grow the career you want
We’ll recognize and support you in a flexible environment where well-being and inclusion are more than just words
As part of our global team, we’ll support you in shaping the future you want to see
The role being advertised is an existing vacancy.
About Manulife And John Hancock
Manulife Financial Corporation is a leading international financial services provider, helping people make their decisions easier and lives better. To learn more about us, visit https://www.manulife.com/en/about/our-story.html.
At Manulife/John Hancock, we embrace our diversity. We strive to attract, develop and retain a workforce that is as div
